Configure Analytics to Measure Conversions

This month, we talk about configuring Google Analytics to measure conversions on your website.

Why is this important?

Configuring and setting goals in your website’s analytics allows you to measure which mode of marketing brings in more web traffic. This information will help you to spend wisely on the most productive marketing channels for your site.

Step #1: Set Up Google Analytics

Create and set up a Google Analytics Account. Create an Account for your website by clicking on Settings or Admin, as shown below: *click the image below


Step #2: Find the Destination URL on Your Website

Decide what you want to measure on your website. For example, if your website has a ‘Buy Now’ button and you want to measure a goal of purchases made, your destination URL would be the last URL your site visitor lands on after making the purchase. This could be the Thank You page.

A part of this URL will go in the Goal URL field in the Google Analytics Goal form shown in step #4.

Step #3: Filter In-House Data

You and your staff often visit your website. You can filter out these visits by deselecting internal IP’s from your Analytics Data.

Click Admin in the main menu of Google Analytics. Now choose the website profile from the drop down and then look for ‘Filters’ in the All Website Data View *see screen shot below


You need to fill in the filter information after you click +New Filter, as follows:

  1. Give the filter a name that relates to the purpose of the filter (e.g Staff Block)
  2. Choose the Filter Type as Custom Filter
  3. Choose Exclude
  4. Choose IP Address in the Filter Field drop down
  5. Enter your IP or range in the Filter Pattern Field

Tip: Visit to find out your own IP address to be added into this area. Note that in an office environment, the one outgoing IP will be shared by all users. This is NOT an IP of each user on your internal network.

Step #4: Set Your Website’s Goals

This is the most important part of configuring your Google Analytics to measure conversions. A “goal”, in terms of analytics, can be defined in different ways, such as the:

  1. Specific webpage visited (for example – a ‘Thank You page’ after a purchase)
  2. Number of pages visited on your website
  3. Number of clicks on a download link (examples – whitepaper, e-book)

Follow these steps to set up a goal in Google Analytics:

  1. Click on Admin in the main menu
  2. Select the profile you wish to work with
  3. Under All Website Data, click on Goals
  4. Then click on New Goal button


  • Goal Name – Enter a name that describes your website’s goal, for example – Thank You Page. This name is shown in your Google Analytics reports.
  • Goal Type – There are four types of goals, which are as follows:
  1. URL Destination: Choose this, if you want to measure the number of purchases or sign ups made.
  2. Visit Duration: Choose this, if you want to measure the average time a user spent on your website.
  3. Page/Visit: Choose this, if you want to measure the number of pages visitors visit on your website.
  4. Event: Choose this, if you want to measure the number of clicks, for example, on a video or whitepaper download.
  • Goal URL – The URL of the final page where the above action occurs. Enter only a part of this URL. In the above screenshot we have entered /request-consultation.
  • Goal Value – This is an average value achieved when the particular goal is accomplished. For example, if your average sale is £100, enter 100. If it is not a purchase made with money then enter an estimated value.

For example – for actions like ‘subscriptions’, enter an average value to measure your goals. The average value is generally a value of revenue made per 100 conversions of X (subscriptions, in this case), divided by 100.

Step #5: Mobile Analytics (Optional)

If you have a mobile site, it is ideal not to mix up the main site’s analytics with that of the mobile site. This is why Google automatically creates a profile for the new web properties you add, like your mobile site. If it is not added automatically, follow the path below:

Click Admin -> +New Account -> Fill in the form -> Click Create Account

If you do not have a mobile site but want to measure mobile analytics to help you decide whether or not to invest in one, you can start by getting a basic mobile site for free here.

Alternatively, you can measure your mobile performance in the main website analytics under Standard Reporting -> Audience-> Mobile -> Overview/Devices. While Overview shows mobile visitors versus non-mobile visitors, Devices shows traffic coming from various mobile devices. You can set goals and measure the conversions in the same manner discussed above.

Step #6: Check Your Website Goals (Conversions)

In your Google Analytics account, Click Standard Reporting -> Click Conversions-> Click Goals.

You will see a variety of Goal reports in the form of Overview, Goal URLs, Reverse Goal Path, Funnel Visualization and Goal Flow.

For basic conversions performance check the Overview tab. Give yourself some time to get acquainted with reading and interpreting these reports by checking them on a regular basis.

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